Super Bowl LX
The $10 Million Gamble: Deconstructing High-Stakes Advertising
Introduction
The $10 Million Gamble
Let me set the stage for the lesson, the Super Bowl is the single largest marketing event in America but is a $10 million, 30-second ad worth it?
~$10M
Cost per 30-sec spot
[2]
127.7M
Viewers (2025 record)
[7]
$8.60
ROI per $1 spent
[7]
Why the Super Bowl?
Signaling Theory & The ROI Equation
Explore why brands pay a premium for Super Bowl airtime using Signaling Theory and examine the empirical evidence on advertising ROI from Stanford and Kantar research.
172%
Budweiser ROI (Stanford)
[1]
$96M
Extra revenue from Bud ads
[1]
3x
Creative quality ROI multiplier
[6]
20x
ROI vs. regular TV
[7]
"Improving a Super Bowl ad's creative quality from average to best will lead to a threefold increase in ROI."
— Kantar Research [6]
The AI Wars
Differentiation in a Red Ocean
Let's analyze how AI companies used contrasting positioning strategies — functional vs. emotional — to differentiate in a crowded category. Pay attention to how Anthropic's comparative advertising attack lands differently than Google Gemini's emotional embrace.
Red Ocean vs. Blue Ocean Strategy
- •Competing in an existing market space with clear boundaries and many rivals.
- •Goal is to beat competitors and win a bigger share of current demand, often via price wars, incremental features, and heavy promotion.
- •The 'ocean' is red because intense, zero-sum competition makes growth harder and margins thinner.
Example
Launching another mid-priced cola brand to compete directly with Coke and Pepsi in grocery stores.
- •Creating or moving into uncontested market space where there are few or no direct competitors yet.
- •Focus is on value innovation: simultaneously raising buyer value and reducing costs by breaking the usual trade-offs.
- •Instead of fighting for existing demand, you create new demand by redefining the category, attracting non-customers, or combining elements from multiple industries.
Example
When Cirque du Soleil blended theater and circus, charging higher prices to adults and businesses instead of competing directly with traditional kid-focused circuses.
Claude — The Intelligent Choice
Segmentation
Tech workers, developers, writers
Targeting
"The Frustrated Professional" tired of AI hallucinations
Positioning
"The Intelligent, Trustworthy Alternative"
Strategy
Comparative Advertising: directly mocking competitors' flashy Super Bowl ads to position Claude as the substance-over-style choice.
Academic Insight
Research shows comparative advertising is most effective for challenger brands, not market leaders. By attacking the category's hype, Anthropic positions itself as the pure, uncorrupted choice. [13]
Sharp differentiation in a crowded field. Memorable contrarian tone. Appeals to the tech-savvy early adopter who distrusts marketing.
May alienate mainstream consumers who don't understand the critique references ChatGPT's soon to come advertising options. Offers limited emotional resonance.
Gemini — "New Home"
Segmentation
Mass market, families, students
Targeting
"The Overwhelmed Optimist" looking for a helpful tool
Positioning
"The Helpful, Human Companion"
Strategy
Emotional Positioning: no specs, no competitors mentioned. Pure warmth and human connection.
Academic Insight
Research from the European Journal of Marketing shows emotional appeals are highly effective for experience-driven products. Google is selling comfort, not compute. [16]
Universal emotional appeal. Normalizes AI for non-technical audiences. Leverages Google's existing trust as a household name.
May feel generic. Doesn't differentiate Gemini's capabilities from competitors. Could be seen as avoiding the hard questions about AI.
Nostalgia as a Safety Net
Brand Heritage & Borrowed Equity
Let's examine how brands used nostalgia as a strategic tool in uncertain times. Contrast Budweiser's leveraging of its own brand heritage with Xfinity's borrowing of equity from Jurassic Park.
"Roughly a quarter of Super Bowl ads in the last four years have been associated with nostalgia."
— Ad Age / iSpot [15]
How Nostalgia Works as a Marketing Shortcut
- 01Nostalgic scenes instantly trigger feelings like warmth, safety, fun, or belonging — often before you consciously process the ad.
- 02Your brain then links those pre-existing positive feelings to whatever logo or product is on screen (e.g., Xfinity), creating a sense that the brand itself is familiar and comforting.
- 03Because the emotion comes from your own memories, it can override rational comparisons like 'is this really better than another internet provider?' and instead build liking, trust, and recall.
- 01Low-involvement products and services are ones people don't want to spend much mental energy on (e.g., cable/internet plans, toothpaste, laundry detergent, many household staples).
- 02When involvement is low, consumers rely on habits and simple cues (familiar brand, pleasant feeling, funny or nostalgic ad) rather than detailed research or feature comparisons.
- 03Nostalgic advertising has been shown to increase positive attitude toward the ad and the brand, and to boost recall and purchase intention even when people don't deeply process the product information.
"American Icons" — The Clydesdales Return
Segmentation
Mass market, sports fans, "heartland" Americans
Targeting
"The Traditionalist" who craves stability
Positioning
"The American Constant"
Strategy
Brand Heritage: leveraging decades of iconic Clydesdale imagery to reinforce market leadership.
Academic Insight
Research from the Journal of Business Research confirms that emphasizing a brand's heritage can significantly increase purchase intention, especially for consumers with a low promotion focus. [11]
Emotionally safe. Reinforces existing brand equity. The Clydesdales are one of the most recognized brand assets in advertising history.
Predictable. May not attract new, younger consumers. Doesn't innovate or surprise.
"Jurassic Park... Works"
Segmentation
Households with high bandwidth needs, Millennials/Gen X
Targeting
"The Nostalgic Head-of-Household"
Positioning
"The Magic Enabler"
Strategy
Borrowed Equity: associating a low-involvement utility product with the emotional power of a beloved film franchise.
Academic Insight
Xfinity takes the positive feelings and nostalgia consumers have for Jurassic Park and transfers them to their brand. This is a shortcut to emotional connection for products in low-involvement categories. [10]
Transforms a boring product category into something exciting. High entertainment value. Strong recall.
The brand message may be overshadowed by the entertainment. Viewers remember Jurassic Park, not Xfinity.
Gen Z & The "Surreal" Turn
Chaotic Marketing in the Attention Economy
Time to explore how brands targeting Gen Z abandoned traditional storytelling in favor of chaotic, surreal, and meme-driven advertising designed for virality and social media sharing. Including a deep dive into what chaotic marketing is, why it works in 2026, and the Poppi brand redesign case study.
"Gen Z is not impressed by Super Bowl ads... TikTok and other social sites are better platforms for delivering messages to targeted demographics."
— Ferrell & Ferrell, Auburn University [8]
What Is Chaotic Marketing?
Chaotic marketing is when brands act fast, weird, and unpredictable on social media — leaning into memes, 'unhinged' humor, and lo-fi content instead of polished, perfectly on-brand campaigns. It breaks classic rules: posts feel impulsive, self-aware, and sometimes unprofessional on purpose (roasting followers, inside jokes, surreal memes, odd brand mascots). Brands jump on trends in real time, experiment with random content formats, and accept that not everything will be 'on message' as long as it grabs attention and feels human.
Why It Works in 2026
Cuts through content overload
Feeds in 2026 are flooded with AI-assisted, polished content. Chaotic posts interrupt the scroll because they feel offbeat, messy, and unpredictable. Algorithms reward strong reactions (comments, duets, stitches, 'wtf' shares), so weird, emotional, or funny content travels further than safe, pretty ads.
Matches Gen Z's idea of 'authentic'
Gen Z is over hyper-curated aesthetics. In 2026, 'unhinged is the new authentic,' and lo-fi chaos feels closer to how they and their friends actually post. A brand that's willing to be silly, self-deprecating, or chaotic reads as more human and less corporate, which builds affinity and community.
Built for real-time, meme-driven culture
Trends now move in hours, not in days or even weeks. Chaotic marketing teams are set up to react fast with low-production, social-native posts instead of long campaign cycles. Memes and in-jokes let brands 'speak the native language of the FYP,' borrowing existing cultural formats instead of forcing people to watch a 30-second spot.
Cheap, iterative, and data-rich
Lo-fi chaotic content is cheap to make. Brands can throw out lots of ideas, see what spikes, then double down on winners. Social listening and sentiment tools let them ride the line between edgy and offensive, adjusting in real time.
- •Works best for youth-oriented, social-first brands where personality matters (apps, snacks, QSR, beverages, DTC).
- •Requires a clear underlying brand voice, fast approvals, people who actually live in internet culture, and guardrails so 'chaos' doesn't become crisis.
Brands Known for Chaotic Marketing
Feral TikTok owl persona — unhinged, threatening, and wildly popular. The owl mascot stalks users, crashes events, and posts chaotic content that regularly goes viral.
Pioneered the 'roasty Twitter voice' — savage, witty comebacks to competitors and followers alike. Set the template for brand social media personality.
Over-the-top metal-water aesthetic — canned water marketed like an extreme energy drink with skull branding, absurdist ads, and a 'murder your thirst' tagline.
Pranky, mischievous persona across social platforms — the brand leans into its 'sour then sweet' identity with unpredictable, trickster-style content.
Case Study: Poppi Brand Redesign
Mother Beverage was an apple-cider-vinegar-based drink sold at farmers' markets in Texas. It had a remedy-like identity: glass bottles, muted tones, script logo, and messaging focused on ACV health benefits rather than 'fun soda.' The name 'Mother' was difficult to trademark in the beverage space, and strategically it felt too niche and medicinal for a wider audience.
After a 2018 Shark Tank appearance (where Rohan Oza invested $400,000 and pushed for a full rebrand), the brand relaunched in 2020 as Poppi. The new identity features bold, colorful cans with big fruit graphics and playful modern typography. The category language shifted from 'apple cider vinegar beverage' to 'prebiotic soda' with low sugar and gut-health benefits. The positioning moved from niche wellness drink to mainstream soda alternative: fun flavors, low calories, and 'love your gut' as a lifestyle.
Key Changes
- Name: from 'Mother Beverage' to 'Poppi' — suggesting fizz, fun, and 'pop'
- Packaging: from muted, apothecary glass bottles to bold, colorful cans with big fruit graphics
- Category language: from 'apple cider vinegar beverage' to 'prebiotic soda'
- Target audience: from niche wellness consumers to mainstream Gen Z / young adults
- Brand personality: from medicinal and serious to fun, camera-ready, and TikTok-viral
Images sourced from BevNET.com — Mother Beverage Rebrands as Poppi (2020)
"Pringleleo" ft. Sabrina Carpenter
Segmentation
Gen Z, social media natives, snack buyers
Targeting
"The Pop-Culture Native" who speaks in memes
Positioning
"The Vibe Snack"
Strategy
Viral Engineering: bizarre, surreal content designed to be clipped, shared, and memed on social media.
Academic Insight
The ad abandons linear storytelling for a 'vibe.' It's designed for the second screen — viewers will clip and share the weirdest moments on TikTok and X. [17]
High shareability. Sabrina Carpenter brings massive Gen Z reach. Memorable and distinct from traditional food ads.
Older demographics may find it confusing or off-putting. Brand message may be lost in the chaos.
ft. Charli XCX
Segmentation
Gen Z, health-conscious young adults, "brat" culture
Targeting
"The Brat Generation" seeking cool, counter-culture brands
Positioning
"The Culture Drink"
Strategy
Cultural Repositioning: moving from 'healthy soda alternative' to 'cultural signal' and lifestyle brand.
Academic Insight
Poppi is signaling that it 'gets' internet culture. By partnering with Charli XCX, they're repositioning from a health product to a cultural identity marker. [17]
Strong cultural alignment with target audience. Charli XCX is the defining artist of 'brat summer.' Bold repositioning play.
Alienates the original health-conscious buyer. The 'cool' factor is ephemeral and hard to sustain.
The Cola Wars Revival
Pepsi vs. Coca-Cola & The Power of Storytelling
Examine two of the highest-rated ads of Super Bowl LX: Pepsi's audacious comparative advertising play using Coca-Cola's own mascot, and Lay's emotionally devastating storytelling masterclass. Both ranked well in the Ad Meter Top 10 list and represent contrasting approaches to winning hearts.
"Pepsi's commercial had a very simple premise — a polar bear, an icon associated with rival Coca-Cola, picking Pepsi in a blind taste test. That simplicity was its strength."
— Tim Calkins, Kellogg School of Management [26]
"The Choice" — directed by Taika Waititi
Segmentation
Mass market, cola drinkers, sports fans
Targeting
"The Open-Minded Taster" willing to reconsider brand loyalty
Positioning
"The Taste That Wins — Even Against the Icons"
Strategy
Comparative Advertising: using the competitor's own mascot (Coca-Cola's polar bear) to demonstrate product superiority in a blind taste test.
Academic Insight
Research shows comparative advertising is most effective when the challenger brand has genuine product parity and can back up the claim with evidence. Pepsi has decades of blind taste test data. The Kellogg School gave this ad an A rating. [13] [26]
Audacious concept that dominated social media. Simple, clear message. Used competitor's most iconic asset against them. Directed by Taika Waititi for cinematic quality. Ranked high on Ad Meter.
Could generate sympathy for Coca-Cola. May feel disrespectful to the polar bear's legacy. Coca-Cola fans may rally defensively.
"Last Harvest"
Segmentation
Mass market, families, heartland Americans
Targeting
"The Sentimental Consumer" who values authenticity and tradition
Positioning
"Real Food, Real People, Real Stories"
Strategy
Brand Storytelling: using a real farmer family's retirement story to create authentic emotional connection with the product's origins.
Academic Insight
Forbes praised its 'narrative sophistication with strategic brand messaging.' No celebrities, no gimmicks — just authentic human emotion. This approach builds deep brand trust by connecting the product to real people and real traditions. [27]
Made people cry. Authentic real-person story. No celebrity needed. Song choice (Keane's 'Somewhere Only We Know') amplified emotion. Ranked #2 on Ad Meter (3.80).
Slower pace may lose attention of younger viewers. No humor or spectacle to drive social media sharing. Emotional tone may not translate to purchase intent for a snack brand.
The AI-Generated Ads Backlash
A Cautionary Tale in Creative Automation
Examine the ads that used AI-generated footage and were universally panned by critics, audiences, and the Kellogg School alike. This section explores why AI-made creative failed on the biggest stage in advertising and what it teaches us about the limits of automation in marketing.
#54 / 54
Coinbase Ad Meter rank
[29]
F
Kellogg grade: Coinbase
[26]
#49 / 54
Svedka Ad Meter rank
[29]
"AI-generated ads dropped the ball at this year's Super Bowl. The technology still isn't ready for the spotlight."
— The Verge [28]
"Shake Your Bots Off"
Segmentation
Young adults 21-35, nightlife/party culture
Targeting
"The Club-Goer" who associates vodka with nightlife
Positioning
"The Future of the Party"
Strategy
Tech Novelty: marketing the ad itself as a first-of-its-kind AI-generated Super Bowl commercial to generate press coverage.
Academic Insight
Svedka bet that being 'first' with AI-generated creative would generate earned media. It did — but all the coverage was negative. The Verge, CBS News, and multiple outlets called it cheap and sloppy. Being first matters less than being good. [28]
Generated significant press coverage and conversation about AI in advertising. Brand name recognition increased.
Universally negative reception. AI-generated visuals looked uncanny and cheap. Undermined brand's premium positioning. Ranked #49 on Ad Meter.
"Big Game Commercial" — Made in 5 Days with AI
Segmentation
Content creators, small businesses, indie filmmakers
Targeting
"The Budget-Conscious Creator" who can't afford traditional production
Positioning
"Democratizing High-End Video Production"
Strategy
Product Demonstration: using the Super Bowl ad itself as a proof-of-concept for Artlist's AI video tools.
Academic Insight
The strategy of using the ad as a product demo is clever in theory. But the execution proved the opposite of the intended message: the ad looked rushed and generic, undermining the claim that AI tools can match traditional production quality. [28]
Clear product message. Launched a $60K 'Big Game Challenge' contest for creators. Aligned with brand's democratization mission.
The ad itself became evidence against the product's claims. If your AI-made ad looks worse than every human-made ad around it, you've proven your competitors' point.
"Everybody Coinbase"
Segmentation
Mass market, crypto-curious consumers
Targeting
"The Mainstream Adopter" unfamiliar with crypto
Positioning
"Crypto for Everybody"
Strategy
Mass Appeal via Nostalgia: using the Backstreet Boys' 'Everybody' with karaoke-style visuals to make crypto feel fun and accessible.
Academic Insight
Kellogg's Tim Calkins called it a 'super confusing spot' and gave it an F. The ad failed to explain what Coinbase does, why someone should use it, or what action to take. This is the second time Coinbase has finished dead last at the Super Bowl. [26] [26] [29]
Catchy, recognizable song. Brand name repetition. Attempt to make crypto approachable.
Dead last on Ad Meter (#54/54) for the second time in five years. Kellogg F-grade. Failed to communicate product value. Basic animation looked cheap next to $10M competitors.
Consumer Involvement Levels
Low, Medium & High Involvement Purchases
Understand how the level of consumer involvement in a purchase decision dictates the ideal marketing strategy. Apply this framework to three product categories: reusable razors, dog supplements, and hydrogen wellness devices.
Understanding Involvement Levels
Products people don't want to spend much mental energy on. Consumers rely on habits, familiar brands, and simple emotional cues rather than detailed research. Examples: toothpaste, razors, cable plans, laundry detergent.
Products where emotion and information both matter. Consumers are willing to read labels, compare options, and seek expert opinions, but emotional connection still drives the final decision. Examples: pet supplements, skincare, children's products.
Products that are new, expensive, or tied to health/identity. Consumers actively research, seek evidence, and need expert validation before purchasing. Examples: hydrogen wellness devices, luxury goods, medical products.
Your Group Projects: Involvement & Strategy
Reusable Razors
Low InvolvementWhy This Level?
Low price per purchase, frequent buy, habit-driven, low perceived risk. Most people don't research heavily; they grab a familiar brand or promo.
Ideal Marketing Tactics
- Heavy use of emotional shortcuts: humor, nostalgia, attractive imagery, lifestyle scenes
- Simple, repeated slogans and fluent branding (colors, logos) to build memory and habit
- Price and availability cues: promos, 'extra blades,' subscriptions, shelf dominance
Why It Works
In low-involvement mode, people rely on peripheral cues — how the ad makes them feel, how familiar it seems — rather than detailed arguments. Repetition plus positive emotion builds brand salience so, at the shelf or on Amazon, they just click the one they recognize and 'feel good' about.
Dog Supplements
Moderate–High InvolvementWhy This Level?
Emotionally important (pet's health) and not fully understood, so people feel moderate to high involvement: they worry about safety, efficacy, vet recommendations, and ingredients. Owners behave more like 'pet parents,' willing to read labels, pay premiums, and research online.
Ideal Marketing Tactics
- Reassurance + expertise: vet endorsements, 'recommended by veterinarians,' clean-label ingredients, certifications
- Clear benefit framing: joint support, anxiety relief, digestion, longevity for 'your fur baby'
- Emotional storytelling: before/after mobility, happier older dogs, pet-parent testimonials
- Integration into routines: positioned like human wellness — 'daily chew,' 'part of your dog's morning ritual'
Why It Works
This category sits at the intersection of health and love, so people want both rational proof and emotional comfort: safe, effective, caring. Owners are willing to process more information; benefit-driven, expert-backed messages reduce risk perception and justify paying more.
Hydrogen Wellness
High InvolvementWhy This Level?
New, expensive, semi-technical, and tied to personal health claims, so typically high involvement, especially at $100–$300+ price points. People ask 'does this actually work?' and look for science, testimonials, and expert endorsements.
Ideal Marketing Tactics
- Science and tech framing: references to molecular hydrogen, antioxidant/anti-inflammatory research, clinical-study language
- Premium design and lifestyle positioning (sleek devices in spas, gyms, wellness studios) to signal seriousness and justify price
- Early-adopter and influencer testimonials: athletes, biohackers, wellness creators sharing routines and perceived benefits
- Education content (explainer videos, blogs) to answer 'what is hydrogen water and why should I care?'
Why It Works
High involvement and skepticism mean people look for central cues: evidence, explanations, expert validation. The mix of science, premium aesthetics, and social proof reduces perceived risk and frames the product as a cutting-edge upgrade to everyday hydration or self-care.
The CMO's Dilemma
Class Discussion & Wrap-Up
Apply the lesson's concepts through an interactive class exercise. Students must defend a marketing budget allocation decision using the frameworks discussed throughout the session.
The CMO's Dilemma
You are the CMO of your group project's company startup (Hydrogen Wellness, Dog Supplements, Reusable Razors) with a $10 million marketing budget.
Spend it all on one 30-second Super Bowl ad for mass awareness and signaling.
Spend it on a year-long, targeted digital and social media campaign for high-intent buyers.
Within your groups, argue for one side. Be prepared to defend your choice using the concepts we've discussed: Reach, Signaling Theory, STP, ROI, and Creative Quality.
Key Takeaways
- 01
The Super Bowl is a Costly Signal used to build Brand Equity and Awareness.
- 02
STP dictates creative: ads are either Functional or Emotional.
- 03
Nostalgia and Brand Heritage are low-risk strategies in uncertain times.
- 04
Chaotic Marketing is a high-risk, high-reward strategy for capturing the Attention Economy.
- 05
Consumer involvement level dictates the ideal marketing strategy: peripheral cues for low involvement, central cues for high involvement.
- 06
Good marketing isn't one style — it's the right strategy for the right audience at the right time.
USA Today Ad Meter — Full Rankings
All 54 Super Bowl LX commercials ranked by consumer vote. Click any ad to watch on YouTube.
A Clydesdale leads a cavalry of iconic American symbols — cowboys, diners, open roads — set to Lynyrd Skynyrd's 'Free Bird.' Pure emotional brand heritage.
Real farmer Katie Floming and her dad share a generational story of growing potatoes in Western Illinois. Authentic storytelling masterclass.
Coca-Cola's polar bear takes the Pepsi Challenge blind taste test — and picks Pepsi. Boldest comparative advertising play of the night.
Ben Affleck spoofs Good Will Hunting as a '90s sitcom with Jennifer Aniston, Matt LeBlanc, Tom Brady, and Alfonso Ribeiro.
Kurt Russell leads a wild fitness class with Lewis Pullman, Chloe Kim, and TJ Oshie. Comedy meets celebrity endorsement.
Original Jurassic Park cast reunites — Sam Neill, Laura Dern, Jeff Goldblum — to demonstrate Xfinity's reliable internet. Nostalgia + borrowed equity.
Rob Gronkowski stars in a cheeky double-entendre spot promoting heart health awareness. Humor-driven pharma advertising.
No celebrities — just a powerful montage of everyday athletes and NFL players. Kellogg A-rated. Emotional brand-building at its finest.
Post Malone and Shane Gillis star in a comedic spot about the lengths people go to for a Bud Light keg at a party.
Ring doorbell cameras help neighbors become heroes in their community. Heartwarming storytelling with product integration.
Source: USA Today Ad Meter 2026. Scores based on consumer panel voting on a 1–5 scale.
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